SMR cleans up Cambro ranges

Cambro Products next month launches its Swipes range of disposable wipes, designed by SMR Creative.

The work includes the creation of the Swipes brand name, in addition to visual identity and packaging for the range of five products. ‘It’s likely that point-of-sale and corporate communication work will follow,’ says SMR Creative studio manager Shaun Green.

Cambro Products, which sells to the wholesale market, previously sold only baby wipes under a generic name. The company wanted to secure larger wholesale accounts and bigger orders from existing customers, says Cambro Products director Peter Campbell.

‘The original packaging was no frills and very basic and the bigger wholesalers told us they wanted a range of products,’ he says.

The consultancy was briefed to deliver packaging that moved the product up-market and to create a consumer-facing brand name, says Green. Design was driven by hygiene and performance needs for surface and floor wipes, but uses more emotional colours and images designed to appeal to mothers for baby wipes, he says.

The consultancy was appointed in March following a credentials presentation.